1. NCCU Academic Hub
  2. 學術產出
  3. College of Commerce
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

  • No doi shows Citation Infomation
題名 SW 汽車公司Omio新車上市計畫
SW motor company “Omio” launch report
作者 虞正婷
Yu, Shelley
貢獻者 吳文傑
Wu, Jack
虞正婷
Yu, Shelley
關鍵詞 汽車公司
日期 2009
上傳時間 8-Dec-2010 01:59:11 (UTC+8)
摘要 SW 汽車公司Omio新車上市計畫
From a corporate point of the view, in order to make a business decision, there
     are several areas of analysis and understanding that needs to be made. These
     areas include external environment analysis, internal environment analysis, and
     overall business structure analysis. This report provides analysis of the overall
     external status that influences the Taiwan automotive industry market, new car
     registration report and market trend, New Car Buyer’s Study Report to
     understand what the market needs, and what the customers want.
     From internal perspective, the corporate needs to understand what the customer
     wants, and what the company can provide. Therefore the report will look at the
     product strategy, pricing strategy and the financial health of the product based
     on the overall recommendation.
1. Introduction .......................................................................................... 5
     2. Taiwan Market Overview ..................................................................... 7
     2.1 External environment ................................................................... 9
     2.2 Automotive industry trend segmentation analysis ...................... 9
     2.3 Key competitive players in the market ........................................ 13
     3. Taiwan Customer profile .................................................................... 14
     3.1 Target customer demographics .................................................. 14
     3.2 Target customer psychographics ............................................... 16
     3.3 Key purchase reason ................................................................. 17
     3.4 Key sources of knowing about the current car. ......................... 18
     3.5 Key motivation of purchasing a new car. .................................. 18
     4. Product strategy: ............................................................................... 20
     4.1 Product Portfolio ....................................................................... 20
     4.2 Key competitive feature analysis ................................................ 22
     5. Pricing strategy .................................................................................. 25
     5.1 Price Band ................................................................................ 25
     5.2 Pricing Strategy ........................................................................ 28
     5.3 In-line Portfolio Pricing Strategy ............................................... 30
     2
     6. Business case (financials) ................................................................. 33
     7. Marketing launch plan ......................................................................... 37
     7.1 Channel strategy ........................................................................ 37
     7.2 Service strategy: ......................................................................... 39
     7.3 After market accessories: ........................................................... 40
     8. Marketing communications strategy .................................................. 42
     8.1 Media strategy ............................................................................ 42
     9. Public Relations / Events ................................................................... 45
     10. Wave II – Launch sustainability Plan ................................................. 47
     11. Conclusion ......................................................................................... 49
     12. References ....................................................................................... 52
參考文獻 1. Ministry of Transportation and Communications:
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
97933009
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0097933009
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 虞正婷zh_TW
dc.contributor.author (Authors) Yu, Shelleyen_US
dc.creator (作者) 虞正婷zh_TW
dc.creator (作者) Yu, Shelleyen_US
dc.date (日期) 2009en_US
dc.date.accessioned 8-Dec-2010 01:59:11 (UTC+8)-
dc.date.available 8-Dec-2010 01:59:11 (UTC+8)-
dc.date.issued (上傳時間) 8-Dec-2010 01:59:11 (UTC+8)-
dc.identifier (Other Identifiers) G0097933009en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/49130-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 97933009zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) SW 汽車公司Omio新車上市計畫zh_TW
dc.description.abstract (摘要) From a corporate point of the view, in order to make a business decision, there
     are several areas of analysis and understanding that needs to be made. These
     areas include external environment analysis, internal environment analysis, and
     overall business structure analysis. This report provides analysis of the overall
     external status that influences the Taiwan automotive industry market, new car
     registration report and market trend, New Car Buyer’s Study Report to
     understand what the market needs, and what the customers want.
     From internal perspective, the corporate needs to understand what the customer
     wants, and what the company can provide. Therefore the report will look at the
     product strategy, pricing strategy and the financial health of the product based
     on the overall recommendation.		en_US
dc.description.abstract (摘要) 1. Introduction .......................................................................................... 5
     2. Taiwan Market Overview ..................................................................... 7
     2.1 External environment ................................................................... 9
     2.2 Automotive industry trend segmentation analysis ...................... 9
     2.3 Key competitive players in the market ........................................ 13
     3. Taiwan Customer profile .................................................................... 14
     3.1 Target customer demographics .................................................. 14
     3.2 Target customer psychographics ............................................... 16
     3.3 Key purchase reason ................................................................. 17
     3.4 Key sources of knowing about the current car. ......................... 18
     3.5 Key motivation of purchasing a new car. .................................. 18
     4. Product strategy: ............................................................................... 20
     4.1 Product Portfolio ....................................................................... 20
     4.2 Key competitive feature analysis ................................................ 22
     5. Pricing strategy .................................................................................. 25
     5.1 Price Band ................................................................................ 25
     5.2 Pricing Strategy ........................................................................ 28
     5.3 In-line Portfolio Pricing Strategy ............................................... 30
     2
     6. Business case (financials) ................................................................. 33
     7. Marketing launch plan ......................................................................... 37
     7.1 Channel strategy ........................................................................ 37
     7.2 Service strategy: ......................................................................... 39
     7.3 After market accessories: ........................................................... 40
     8. Marketing communications strategy .................................................. 42
     8.1 Media strategy ............................................................................ 42
     9. Public Relations / Events ................................................................... 45
     10. Wave II – Launch sustainability Plan ................................................. 47
     11. Conclusion ......................................................................................... 49
     12. References ....................................................................................... 52		-
dc.description.tableofcontents 1. Introduction .......................................................................................... 5
     2. Taiwan Market Overview ..................................................................... 7
     2.1 External environment ................................................................... 9
     2.2 Automotive industry trend segmentation analysis ...................... 9
     2.3 Key competitive players in the market ........................................ 13
     3. Taiwan Customer profile .................................................................... 14
     3.1 Target customer demographics .................................................. 14
     3.2 Target customer psychographics ............................................... 16
     3.3 Key purchase reason ................................................................. 17
     3.4 Key sources of knowing about the current car. ......................... 18
     3.5 Key motivation of purchasing a new car. .................................. 18
     4. Product strategy: ............................................................................... 20
     4.1 Product Portfolio ....................................................................... 20
     4.2 Key competitive feature analysis ................................................ 22
     5. Pricing strategy .................................................................................. 25
     5.1 Price Band ................................................................................ 25
     5.2 Pricing Strategy ........................................................................ 28
     5.3 In-line Portfolio Pricing Strategy ............................................... 30
     2
     6. Business case (financials) ................................................................. 33
     7. Marketing launch plan ......................................................................... 37
     7.1 Channel strategy ........................................................................ 37
     7.2 Service strategy: ......................................................................... 39
     7.3 After market accessories: ........................................................... 40
     8. Marketing communications strategy .................................................. 42
     8.1 Media strategy ............................................................................ 42
     9. Public Relations / Events ................................................................... 45
     10. Wave II – Launch sustainability Plan ................................................. 47
     11. Conclusion ......................................................................................... 49
     12. References ....................................................................................... 52		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0097933009en_US
dc.subject (關鍵詞) 汽車公司zh_TW
dc.title (題名) SW 汽車公司Omio新車上市計畫zh_TW
dc.title (題名) SW motor company “Omio” launch reporten_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Ministry of Transportation and Communications:zh_TW